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How to do competitor analysis using Google’s auction insights feature


Competition is an important attribute that helps you stay ahead in the Google rankings. Knowing all about your competitors is essential for improving the insights of your website so that you can expand the scope of improvement. Google’s auction insights feature is vital for obtaining a competitive analysis report for every business and agency. A detailed overview of the page or multiple pages is essential and necessary.

Google Ads have incorporated the exceptional auction insights feature for a better understanding of your standing as well as of your competition. When Google Adwords experts perform a search of the keywords, the search engine-Google executes a run of the auction report simultaneously while the ad is broadcasted. It determines the position, ranking, and optimization of the ad on the search engine results page.

Auction Insights Report

Source: SearchEngineLand

Generating an auction insights report is a simple and straightforward task. Initially, it would be best if you decided which level of the data needs to be analyzed and, subsequently, tracked. Navigate through the facets like AdWords, keywords, and campaigns so that you can pull the report for a specific parameter or for different levels.

After the selection is made, the auction insights report feature appears as a pop-up and can be clicked on to get the final verdict. Once you have selected the option – and the report is ready – you have a comprehensive analysis of our data, which can be checked for the presence of the competitor’s data as well.


Parameters of the report

Source: SearchEngineLand

Similarly, the presence of competitors helps you uncover details and the performance of paid Google Ads. To know more about the auction insights, you have to be aware of the various parameters involved. The major points covered in the report are as follows:


  1. Outranking value: It is indicative of the ranking position of your ad in comparison to another advertiser. Further, it helps in knowing whether your ad reflects in the search or not.
  2. Position above rate: At a time when both you and your competitor broadcast an advertisement, which of them is ranked at a higher position.
  3. Top of the page rate: In the search engine results, the number of times your ad appears on the top of the page.
  4. Impressions share: The value is calculated by dividing the number of impressions you recorded divided by an estimated value.
  5. Overlap rate: The number of times another ad’s impressions coincided with your ad in an auction.


Utilization of the insights

Google’s auction insights maintains a fine balance between the efforts and time invested with the resulting performance of your ads. There are different ways through which the insights can be utilized. Some of them are enlisted below:


  • Broadening the device knowledge of strategy

The response time and nature of different site pages varies significantly from one device to another. When you’re using the smartphone in comparison to the laptop/desktop, you can know the difference and the significance of data points as well.

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